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GroupM, the media investment group of WPP, announced an industry-leading partnership with Lazada Group – Southeast Asia’s largest e-Commerce platform – covering all six Southeast Asia markets where Lazada Group has operations.
GroupM has been designated a Lazada Preferred Partner and gives GroupM clients preferential access and pricing for Lazada Group marketing assets. In addition, Lazada will empower GroupM with in-depth e-Commerce knowledge and tools to help brands under the LazMall channel deliver a premium and seamless online shopping experience to customers. Lazada will also empower GroupM and its agencies to leverage its Sponsored Solutions, to support brands and sellers optimize their return of investment and ensure growth in sales through digital marketing and media optimization. As part of the partnership, Lazada will transfer best practices and knowledge on optimal Store Management operation and usage of the platform tools to grow the client’s sales on Lazada.
“I am happy to announce the partnership with GroupM as our Preferred Agency Partner, to drive our marketing solutions to the next level! GroupM and their agemcies will support more brands under the LazMall channel to better manage their marketing investment with Lazada to optimise their marketing strategies and generate bigger business growth!
I would like to thank Ashutosh Srivastava CEO of GroupM Asia Pacific, foe strengthening this partnership and thank Mary Zhou for driving this collaboration,” said Pierre Poignant, Chief Executive Officer at Lazada Group.
Zhou is Lazada Group’s Chief Marketing Officer.
The Lazada partnership will be managed by GroupM Commerce, a dedicated team that consolidates the e-Commerce expertise across the group to meet the growing needs of Asia Pacific marketers. As consumer purchase behaviors continue to evolve, they will help marketers connect media and e-Commerce at scale with strategic support and activation capabilities that increase sales and revenues.
GroupM’s agencies – MediaCom, Mindshare, Wavemaker and Essence will leverage GroupM Commerce to deliver to their clients, an end-to-end solution spanning strategic planning, optimizing on and off-platform marketing investments (search and display), traffic generation, social, affiliate marketing, KOL, livestream, on-platform traffic management, content and creative development, online store management, analytics and reporting, and e-Commerce operations.
With successful e-Commerce operations already established in China and India under the leadership of Jerman Zhang and Suraj Dhillon, respectively, the GroupM Commerce team was completed with the Q4 2019 appointment of Roger Dunn in Australia, Toni Ruotanen for Southeast Asia, and the subsequent hiring of commerce leads in each of the local markets as well as agency dedicated commerce leads in Mediacom, Mindshare and Wavemaker. GroupM’s COO for Asia Pacific, Jon Thurlow, will lead the GroupM Commerce capability in addition to his existing responsibilities.
“I’m pleased to share that Lazada has appointed GroupM as our Preferred Agency Partner across our six markets. Through this collaboration, we will be sharing Lazada Sponsored Solutions knowledge and insights to GroupM and its family of agencies, to enable them to provide customised solutions foe more brands to effectively enhanced their eCommerce strategy on Lazada,” said Zhou in her statement posted on LinkedIn.
Ashutosh Srivastava, CEO GroupM Asia Pacific said, “Over the past four years, we have innovated a successful e-Commerce service model in China, and subsequently rolled out to India where it is rapidly growing. Our learnings have been valuable to understanding how to meet the needs of clients across the region, and now we are ready to accelerate deployment to help clients drive their marketing objectives with winning e-Commerce strategies and activation. We have seen a marked increase in client activity in e-Commerce since the beginning of COVID-19 and we are pleased to partner with Lazada to further enhance our capabilities.”
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